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Full-Text Articles in Business
Reimagining The Classroom Experience
Reimagining The Classroom Experience
Business Exchange
This article discusses innovative approaches to teaching business subjects, including using the principles of improvisational comedy to teach business leadership, using a game to help students learn to uncover financial fraud, and working in technology-enhanced classrooms.
Updating A Research Tradition By Examining The Effect Of New High Tech Channels On Consumer Search And Integrated Marketing: A Framework For Teaching, Deborah Fain, Mary Long
Updating A Research Tradition By Examining The Effect Of New High Tech Channels On Consumer Search And Integrated Marketing: A Framework For Teaching, Deborah Fain, Mary Long
Atlantic Marketing Association Proceedings
As computers became more powerful in the late 80s and early 90s, large marketers began to try to push what became known as customer relationship management . Specifically, they began to evaluate various channels and how consumers navigated among them when making purchase decisions. Most of the examples at that time were anecdotal, and obviously considered traditional channels, both retail and direct. These included retail, direct mail, print, television, radio, telephone, early email, and a small amount of Internet. The impact of the Internet on new ways consumers navigate among the channels to collect information and make purchase decisions was …
Perspectives On Organization Of The Marketing Function In Higher Education, Susan Tams
Perspectives On Organization Of The Marketing Function In Higher Education, Susan Tams
Theses, Dissertations and Capstones
The current study was initiated to assess the organization of the marketing function in institutions of higher education and to measure the perceptions of higher education marketing officials about various aspects of marketing. The study is a modified replication of a study by Michael W. Mulnix (1996) and employed the questions developed by Mulnix to measure perceptions of current practitioners. Several demographic questions were added about the respondents and their institutions. An updated study is useful because of three categories of change in higher education since 1996: a) changes in the way higher education conducts its operations; b) changes in …